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Unfinished Business

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Latest episodes

The Repeat Customer Playbook: How to Build a $1M Brand | Auroro Founder

October 27, 2026 · 41 min

Tiffany Chao left an 11-year career to go all in on AURORO, the fine jewelry brand she started with $10,000. A year in, she couldn't pay herself, so she did what she thought a real brand was supposed to do. She hired a consultant, built a…
2026 Black Friday Playbook: How You Can Make Millions in Q4

October 20, 2026 · 16 min

Hulken made millions on Black Friday 2025, and Alex and Lee are already planning 2026 differently. Their best campaign last year went only to existing customers, and the Black Friday email that beat their Cyber Monday send had no design at…
How to Sell Millions in High-Ticket Products (41-Minute Masterclass) | Kevin Chen @ iRestore

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Kevin Chen (sells a red light therapy helmet that can cost more than a thousand dollars, takes months to buy, and takes six months to show results. Every DTC playbook says to start with a $30 impulse buy. Kevin went the other way, and…
Learn How to Make Millions with Email Marketing in 52 minutes!

October 6, 2026 · 52 min

Hulken pays Structured $8,500 a month. In Q4 last year, the email and SMS channel Structured runs for them drove more than $3.3 million. Even in a dead summer month with barely any inventory, it still brought in over $540,000. Belynda…
How to Go Viral Repeatedly with $0 Marketing | Hot Girl Pickles’ Co-Founders

September 30, 2026 · 47 min

Leah Marcus and Yasaman Bakhtiar posted about a pickle company every day for months before they had a single jar to sell. The first videos were trends, and the trends flopped in the way that matters: views came in, followers didn't. So…

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The Minimum Viable Company: How We Run a $50M Brand With Just 7 People

July 28, 2026 · 25 min

For most of their careers, Alex and Lee believed a bigger team meant a stronger company. Now they believe the opposite, and they've got the receipts: $50M in revenue last year with seven full-time employees and payroll running at just 4%…
How This CPG Founder Went From a Kitchen Experiment to 7,000 Stores

July 14, 2026 · 31 min

Katie Lefkowitz was a lifelong Snickers fanatic when a colon cancer scare and a doctor's orders to cut sugar should have ended that relationship. Instead, she went home and started experimenting with date-based caramel in her own…
The Hidden Cost of Scaling Our DTC Brand Without VC Money

June 30, 2026 · 19 min

Every episode, Alex and Lee talk about how fast Hulken is growing. This one is about what that growth actually costs. For the first time, they get candid about the messy middle of scaling a bootstrapped, vertically integrated brand…
How TUSHY Turned a Taboo Category Into One of DTC's Strongest Brands with Justin Allen

June 16, 2026 · 34 min

Justin Allen co-founded TUSHY a decade ago to solve a problem most Americans didn't know they had. No roadmap, no comparable brand, no playbook… just a bet that if you made toileting joyful enough, people would come around. They did. Now…
Going From $50M to $100M: How We Use Partnerships As Our Biggest Growth Levers at Hulken

June 2, 2026 · 19 min

Two things have been true at Hulken since year one: no dropshipping, and only say yes to collabs that actually earn it. On the eve of launching their most complex product development yet (a full pattern collab with Posh Peanut), Alex and…
The DTC Trap That Built Juliet Wine's Retail Empire | Allison Luvera

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Most founders building consumer brands think DTC is the goal. Allison Luvera knew from day one it was just the testing ground. Getting into Whole Foods, Costco, Safeway, and Total Wine with five employees and a patented box wine format was…
What Most DTC Founders Get Wrong About Entering a Crowded Category | Greta Meyer

May 19, 2026 · 33 min

Greta Meyer started Sequel in a college classroom. She and her co-founder identified a physics flaw in the tampon that nobody had fixed in almost 100 years, and spent years navigating FDA clearance, manufacturing partnerships, and a…

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About the show

Meet the operators behind Hulken, a brand that's done $100M+ in sales since launch with a team of seven and no VC funding. Before Hulken, Alex Schinasi and Lee Rotenberg each built and exited software companies. Now they bring that builder mentality to consumer: fast, lean, unconventional. Every week they get into the parts of scaling a consumer brand nobody posts about: inventory tradeoffs, retail margins, collab terms, and what AI actually replaced. For founders and operators who want specifics, not theory. Presented by Structured Agency and Horatio, both used by Hulken to scale.